Describe the campaign/entry:

Frooti, one of India's largest selling mango drinks, wanted to reiterate that it was made of real
juicy mangoes. It is popular across Socio-economic segments from small towns to big metros
in India. We had to find an engaging idea that cut across target segments and could be
enjoyed by all.
The market is saturated with conventional juice/beverage TVCs. We attempted something
completely unconventional. We decided to scare, shock and surprise people with big mangoes
up close and personal in a way that they will not forget for a long long time. We came up with
the Mango Surprise Project.

Give some idea of how successful this campaign/entry was with both client and consumer:

Sales and buzz are the measures of success. Sales during the activity went up by a
whopping 100%. Frooti retained its market leadership by a huge margin. The campaign
created unprecedented buzz and word of mouth around the brand. It generated PR worth
approximately Rs.15 million across the internet, social media, newspapers and television. The
footage generated during the promo was edited into the brand's TV commercials and other
branded entertainment content.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The Mango Surprise Project was executed in 3 parts:
1. Mango Surprise (Live) pranks were played on people across cities. We dropped giant
mangoes from trees and rolled 8-foot mangoes down sloping roads on unsuspecting
pedestrians. We scared, surprised and caught their attention.
2. The 'Prank Anchor' then went to the 'Victims', told them how Frooti was made from real
mangoes and made them sample it too.
3. These moments were captured on hidden cameras and edited it to create the brand's TVC,
Viral and branded entertainment content. We played over 600 juicy mango pranks across 30
cities.